Today only

1. Today only� Who�s who, part 2 A few words about professionalism Promo 101: pay attention and the world will be yours Agency assignments

2. A few words about professionalism Focus Preparation Communication Focus: what doctor doesn�t say Preparation: be more than ready. Have more to bring to the table than the minimum expected. Communication: do it. A lot. Don�t bury problems. Raise them,and bring a solution with you. Communicate quicly. Don�t let e-mails sit. And understand that you are what you communicate. Focus: what doctor doesn�t say Preparation: be more than ready. Have more to bring to the table than the minimum expected. Communication: do it. A lot. Don�t bury problems. Raise them,and bring a solution with you. Communicate quicly. Don�t let e-mails sit. And understand that you are what you communicate.

3. Spelling counts (or how not to look like an idiot) �I should have asked to be in the first group with XXXX, YYY and ZZ becuase i know there schedules were compadable to mine since i work with all of them at The State News.� An email from a previous semester. Only the names have been changed. Two reasons not to use telnet�1)no attachments, 2)no spell checkerAn email from a previous semester. Only the names have been changed. Two reasons not to use telnet�1)no attachments, 2)no spell checker

4. Promo 101 The Acquisition of Attention

5. The U.S. Entertainment Industry 2nd largest export Includes movies, tv, books, software

6. Attention-based industry TV: now back to 30 hours per week Radio: 97% usage Internet: over 50% penetration, 4 hrs/week usage http://209.249.142.27/nnpm/owa/NRpublicreports.usagemonthly

7. Elements of the business How did you hear about the last movie you attended?

8. Entertainment promotion is like advertising because� Uses paid media Emphasis on research, strategy Uses outside agencies

9. But it�s not like advertising� �One night only� products In-house creative Reliance on unpaid media Lots of publicity vehicles

10. Who does what? Marketing: overall direction of campaign Research: analysis of syndicated data (Nielsen,etc.), conduct original research (usually focus groups, surveys) via boutiques.

11. Who does what (continued) Creative Services: production of spots Public relations. Press Media/Traffic: scheduling of promos, purchasing of paid ads

12. And if you want to go Hollywood� Motion pictures In-house development of strategy Boutiques for editorial and production

13. Entry-level hiring

14. Job titles for entry-level hires Writer-producer (15%) Promo assistant (14%) Administrative assistant (12%) Production assistant (11%)

15. And the pay�s not bad�

16. What are they looking for? Most mentioned skills Meet deadlines (13%) Generate ideas (12%) Reliability (12%)

17. Least mentioned skills Good portfolio (2%) Computer design (7%) Video editing (7%)

18. The pursuit of attention �In an environment of unlimited access to information, the scarce resource becomes attention.� --Hagel/Singer �Net Worth� Here�s what you�ll learn, that the other guys don�t know: Attention as a psychological construct (focused processing) Attention as a social need (vying for attention) And now, attention as an economic entity. A limited resource that can be bought and sold. Here�s what you�ll learn, that the other guys don�t know: Attention as a psychological construct (focused processing) Attention as a social need (vying for attention) And now, attention as an economic entity. A limited resource that can be bought and sold.

19. Friday� @CAS 171 12:40 The business side of the cable business